Latest news with #EldaChoucair
Campaign ME
11-07-2025
- Business
- Campaign ME
Flywheel expands to MENA, replaces OMG Transact
Flywheel, the digital commerce business that was acquired by Omnicom in 2023, is expanding its footprint into the Middle East, building on the regional operations of OMG Transact. The move brings Flywheel's advanced AI platform and profitability-first commerce technology to one of the fastest-growing digital markets in the world. Flywheel powers digital commerce for over 4,500 global brands – from the largest CPGs to breakout challengers. Its Commerce Cloud integrates retail media, marketplace operations, and product intelligence into a unified platform. With near real-time data and AI automation, Flywheel helps brands optimise product visibility, media performance, and profitability across major marketplaces. 'This is more than a new platform; it's a new era of commerce intelligence for MENA, and we're only just scratching the surface of what's possible,' said Elda Choucair, CEO of OMG MENA. The MENA launch combines Flywheel's global AI capabilities with OMG's local strength in retail media, CRM, and DTC strategy. The integrated team is ideally positioned to build and execute connected commerce strategies that grow both sales and share across all digital touchpoints. 'With Flywheel, clients are no longer guessing what drives growth – they're seeing it, shaping it, and scaling it,' Choucair said. By connecting retail media, retail operations, and marketplace intelligence, Flywheel delivers real-time insights from product catalogues, search data, and sales performance. Its AI-driven tools enhance product placements, catalogue efficiency, and full-funnel commerce execution – driving incremental sales, market share, and margin growth. 'This is a major milestone in e-commerce innovation for the Middle East,' said Raoul Zenon, General Manager of Flywheel MENA. 'It's particularly exciting because this is just the beginning. We have a robust pipeline of innovations launching in the coming months, each designed to drive deeper investment in commerce marketing and unlock full profit visibility.' Flywheel aims to leverage its global network of retailers and marketplaces to provide scale and data advantages for its clients.
Campaign ME
16-05-2025
- Business
- Campaign ME
OMG consolidates influencer marketing under Creo in MENA
Omnicom Media Group (OMG), the media services division of Omnicom, is consolidating its influencer marketing capabilities in MENA under its influencer management brand, Creo. The move aims to enable OMG to bring its proven 'influencers as a media channel' framework to its operations across the Middle East, offering clients access to best-in-class tools, technologies, and data-driven strategies. 'With our region's unparalleled growth in digital consumption and influencers playing an instrumental role in shaping brand perceptions, consolidating our influencer marketing capabilities under Creo ensures our clients can harness the full potential of this communication channel,' said Elda Choucair, CEO of Omnicom Media Group. 'This gives them access to the same advanced tools, talent, and technology we've developed globally, but adapted to our region's unique landscape,' she said. OMG has appointed Anthony Nghayoui to lead Creo. With more than 10 years of experience in social media, performance and creator marketing, he brings a highly analytical perspective into creator marketing, including data-driven planning and integrating advanced measurement solutions. Nghayoui has led many creator campaigns across multiple sectors and worked on influencer marketing tech and product development. He's a member of the IAB global creator economy task force and the ABG MENA influencer marketing committee. 'Anthony and his team can now go even further to multiply the power of creators and make a difference to our clients and brands,' Choucair said. Creo addresses measurement challenges in a fragmented market by using Omni, Omnicom's open operating system and marketing orchestration platform. This integrated approach aims to improve creator discovery, planning, and measurement, while directly connecting creators' actions to consumer responses.
Arab News
15-05-2025
- Business
- Arab News
Omnicom Media Group consolidates influencer marketing services in Mideast
DUBAI: Omnicom Media Group has announced that it will consolidate its influencer marketing capabilities in the Middle East and North Africa region under influencer management agency Creo following a global directive last month. The move 'ensures our clients can harness the full potential of this communication channel' as digital consumption grows in the region and influencers play an 'instrumental role in shaping brand perceptions,' said CEO Elda Choucair. Creo will give the group's clients 'access to the same advanced tools, talent and technology we've developed globally, but adapted to our region's unique landscape,' she added. These include tools such as the Creo Influencer Agent, an AI-powered influencer selection tool; the Omni Creator Performance Predictor, which uses machine learning to predict the performance of content on Instagram; and the Creator Briefing Tool, which helps influencers create and get feedback on their content through Google's AI chatbot Gemini. The agency will also leverage exclusive partnerships with platforms such as Amazon, TikTok, Instagram and Snapchat in the region. Anthony Nghayoui, head of social and influencer at Omnicom Media Group, has been appointed to lead Creo.
Campaign ME
20-02-2025
- Business
- Campaign ME
Omnicom consultancy Sparks & Honey expands to the Middle East with Dubai office
Omnicom's cultural intelligence and foresight consultancy Sparks & Honey has expanded into the Middle East with the opening of an office in Dubai. Until recently, it was part of the Hall & Partners network. By integrating the expanding Sparks & Honey network, Omnicom Media Group's research capabilities will now include a broader range of services and technologies, especially in the field of cultural intelligence and foresight. These purpose-built solutions are designed to help brands identify the cultural trends shaping the future and their impact on brands. Elda Choucair, CEO of Omnicom Media Group MENA., said, 'We've always been driven by operating at the cutting-edge of our industry to keep our clients at the forefront of theirs. Bringing our research unit into the growing Sparks & Honey network allows us to not only bring something new in market research in terms of practice and technology but also differentiating and impactful.' 'In today's rapidly changing context, brands need to connect the dots between cultural intelligence and understanding cultural change as this drives their success. In order future-proof organisations, we leverage both human and artificial intelligence to quantify culture and ignite transformation for brands and their consumers,' Choucair added. In addition to uncovering emerging trends and market segments with Sparks & Honey's Q Cultural Intelligence, the Culture Engine in Omnicom's marketing orchestration platform Omni, the consultancy is also offering comprehensive quantitative, qualitative market research and analytics solutions. Its Brand Intelligence Tool, a locally developed system being implemented globally, is a powerful always-on brand tracking system. Chady Debs, General Manager of Sparks & Honey MENA, said, 'For years, we've provided market research services that help our clients grow their brand equity, elevate their products and services, and improve their customer experience. As sparks & honey, we can be innovative while staying true to our core values, mission, and commitment to serving our partners,' Debs concluded, 'As we embrace new technologies to help them respond to growing challenges, our new approach is a timely expression of our own transformation and the expansion of our service offering. This evolution goes beyond the cosmetics. It reflects a deeper alignment with our mission and sets the stage for a dynamic future.'
